Effectieve Quality Score analyse

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Tijdens het Search Congres, op 2 oktober in Amsterdam sprak Timo Landman, SEA-consultant bij Onetomarket, over het effectief analyseren van de Google Adwords Quality Score. De video opname is terug te vinden via: http://www.youtube.com/watch?v=EAISoW-4Fg4

Agenda
• Monitoring & Optimaliseren
• Quality Score

• Scripts
• Stap voor stap analyse
• Tips

Monitoring & Optimaliseren
• Welke metrics hebben aandacht nodig?
• Testen, testen testen….

• Zoekwoorden toevoegen/verwijderen
• Advertentieteksten toevoegen/verwijderen
• Biedingen aanpassen
• Welke metrics hebben aandacht nodig?

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser

Max CPC

Quality Score

Ad rank

Position

Advertiser A

€ 1,-

5

?

?

Advertiser B

€ 0,50

5

?

?

Advertiser

Max CPC

Quality Score

Actual CPC

Advertiser A

€ 1,-

5

Advertiser B

€ 0,50

5

?
?

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser

Max CPC

Quality Score

Ad rank

Position

Advertiser A

€ 1,-

5

5

1

Advertiser B

€ 0,50

5

2,5

2

Advertiser

Max CPC

Quality Score

Actual CPC

Advertiser A

€ 1,-

5

0,51

Advertiser B

€ 0,50

5

?

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC

AdRank = Max. CPC x Quality Score
Actual CPC = (AdRank to Beat/Quality
Score of Advertiser) + €.01

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser

Max CPC

Quality Score

Ad rank

Position

Advertiser A

€ 1,-

10

?

?

Advertiser B

€ 0,50

5

?

?

Advertiser

Max CPC

Quality Score

Actual CPC

Advertiser A

€ 1,-

10

Advertiser B

€ 0,50

5

?
?

Quality Score
• Quality Score beïnvloedt AdRank en Actual CPC
Advertiser

Max CPC

Quality Score

Ad rank

Position

Advertiser A

€ 1,-

10

10

1

Advertiser B

€ 0,50

5

2,5

2

Advertiser

Max CPC

Quality Score

Actual CPC

Advertiser A

€ 1,-

10

€ 0,26

Advertiser B

€ 0,50

5

?

Quality Score
• Zoekwoord, advertentiegroep, campagne en account
• Drie factoren

• Verwachte klikfrequentie (CTR)

Relevantie
15%

Anders
5%

• Relevantie
• Ervaring op de bestemmingspagina

Historische
CTR
80%
Bron: Tenscore

Quality Score
Andere factoren
Relevantie tussen zoekwoord en
zoekopdracht

5%
10%

Relevantie tussen zoekwoord en
advertentie

5%

Kwaliteit landingspagina

5%

Geografische geschiedenis

5%

Account geschiedenis

5%

Historische CTR

65%
Bron: Sparklogix

Quality Score: verwachte klikfrequentie VS positie

Quality Score: relevantie

Waar wil je
op
gevonden
worden?

Wat bied je
aan op je
website?

Quality Score: ervaring op de bestemmingspagina
• Relevante en originele inhoud
• Duidelijkheid

• Navigatiegemak

Quality Score Analyseren
• Filters
• Scripts

Stap 1: Download QS rapport Script
• http://www.onetomarket.nl/scripts/

Stap 3: Run het script en stel scheduling in

Stap 5: Download QS rapport Excel
•

http://www.onetomarket.nl/scripts/

Stap 6: Kopieer data naar juiste tabblad (maand)

Stap 8: Analyseer de data
• Wat is er veranderd?
• Waarom?

Tips verbeteren QS (basis)
• Structuur

• Advertentieteksten

• Zoektermen

• Landingspagina

Tips verbeteren QS (basis)
• Structuur

• Advertentieteksten

• Zoektermen

• Landingspagina

• Schrijf pakkende teksten
• Test drie verschillende teksten
• Duidelijke call-to-action

Tips verbeteren QS (basis)
• Structuur

• Advertentieteksten

• Zoekwoorden

• Landingspagina

• Max 20 per Adgroup
• Liever 10
• Relevantie?

Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen

Tips verbeteren QS (indirect)
• Extensies
• Reviews (feedbackcompany, trustpilot etc…)
• Matchtypes
• Biedingen verlagen

VOOR:
NA:

QS genuanceerd
• QS verbeteren niet altijd prioriteit
• Conversies en CPA belangrijker
• QS verbetert door andere metrics aan te pakken

Contact
Timo Landman
Onetomarket
t.landman@onetomarket.nl

Laat je visitekaartje achter en maak
kans op een gratis QS analyse!!

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Effectieve Quality Score analyse

1. Quality score analyse Timo Landman

2. Agenda • Monitoring & Optimaliseren • Quality Score • Scripts • Stap voor stap analyse • Tips

3. Monitoring & Optimaliseren • Welke metrics hebben aandacht nodig? • Testen, testen testen…. • Zoekwoorden toevoegen/verwijderen • Advertentieteksten toevoegen/verwijderen • Biedingen aanpassen • Welke metrics hebben aandacht nodig?

4. Monitoring & Optimaliseren: metrics

5. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC

6. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC Advertiser Max CPC Quality Score Ad rank Position Advertiser A € 1,- 5 ? ? Advertiser B € 0,50 5 ? ? Advertiser Max CPC Quality Score Actual CPC Advertiser A € 1,- 5 Advertiser B € 0,50 5 ? ?

7. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC Advertiser Max CPC Quality Score Ad rank Position Advertiser A € 1,- 5 5 1 Advertiser B € 0,50 5 2,5 2 Advertiser Max CPC Quality Score Actual CPC Advertiser A € 1,- 5 0,51 Advertiser B € 0,50 5 ?

8. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC AdRank = Max. CPC x Quality Score Actual CPC = (AdRank to Beat/Quality Score of Advertiser) + €.01

9. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC Advertiser Max CPC Quality Score Ad rank Position Advertiser A € 1,- 5 5 1 Advertiser B € 0,50 5 2,5 2 Advertiser Max CPC Quality Score Actual CPC Advertiser A € 1,- 5 0,51 Advertiser B € 0,50 5 ?

10. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC Advertiser Max CPC Quality Score Ad rank Position Advertiser A € 1,- 10 ? ? Advertiser B € 0,50 5 ? ? Advertiser Max CPC Quality Score Actual CPC Advertiser A € 1,- 10 Advertiser B € 0,50 5 ? ?

11. Quality Score • Quality Score beïnvloedt AdRank en Actual CPC Advertiser Max CPC Quality Score Ad rank Position Advertiser A € 1,- 10 10 1 Advertiser B € 0,50 5 2,5 2 Advertiser Max CPC Quality Score Actual CPC Advertiser A € 1,- 10 € 0,26 Advertiser B € 0,50 5 ?

12. Quality Score • Zoekwoord, advertentiegroep, campagne en account • Drie factoren • Verwachte klikfrequentie (CTR) Relevantie 15% Anders 5% • Relevantie • Ervaring op de bestemmingspagina Historische CTR 80% Bron: Tenscore

13. Quality Score Andere factoren Relevantie tussen zoekwoord en zoekopdracht 5% 10% Relevantie tussen zoekwoord en advertentie 5% Kwaliteit landingspagina 5% Geografische geschiedenis 5% Account geschiedenis 5% Historische CTR 65% Bron: Sparklogix

14. Quality Score: verwachte klikfrequentie VS positie

15. Quality Score: verwachte klikfrequentie VS positie

16. Quality Score: relevantie Waar wil je op gevonden worden? Wat bied je aan op je website?

17. Quality Score: ervaring op de bestemmingspagina • Relevante en originele inhoud • Duidelijkheid • Navigatiegemak

18. Quality Score Analyseren • Filters • Scripts

19. Scripts

20. Stap voor stap analyse QS

21. Stap 1: Download QS rapport Script • http://www.onetomarket.nl/scripts/

22. Stap 2: Pas het script aan

23. Stap 3: Run het script en stel scheduling in

24. Stap 4: Check je mail

25.

26.

27. Stap 5: Download QS rapport Excel • http://www.onetomarket.nl/scripts/

28. Stap 6: Kopieer data naar juiste tabblad (maand)

29. Stap 7: Vernieuw de grafieken

30. Stap 8: Analyseer de data • Wat is er veranderd? • Waarom?

31. Case 1

32. Case 1

33. Case 2

34. Case 2

35. Case 3

36. Case 3

37. Case 3

38. Tips verbeteren QS (basis) • Structuur • Advertentieteksten • Zoektermen • Landingspagina

39. Tips verbeteren QS (basis) • Structuur • Advertentieteksten • Zoektermen • Landingspagina • Schrijf pakkende teksten • Test drie verschillende teksten • Duidelijke call-to-action

40. Tips verbeteren QS (basis) • Structuur • Advertentieteksten • Zoekwoorden • Landingspagina • Max 20 per Adgroup • Liever 10 • Relevantie?

41. Tips verbeteren QS (basis) • Structuur • Advertentieteksten • Zoektermen • Landingspagina

42. Tips verbeteren QS (indirect) • Extensies • Reviews (feedbackcompany, trustpilot etc…) • Matchtypes • Biedingen verlagen

43. Tips verbeteren QS (indirect) • Extensies • Reviews (feedbackcompany, trustpilot etc…) • Matchtypes • Biedingen verlagen

44. Tips verbeteren QS (indirect) • Extensies • Reviews (feedbackcompany, trustpilot etc…) • Matchtypes • Biedingen verlagen VOOR: NA:

45. Tips verbeteren QS (indirect) • Extensies • Reviews (feedbackcompany, trustpilot etc…) • Matchtypes • Biedingen verlagen

46. Conversie Quality Score Paradox 1 2

47. QS genuanceerd • QS verbeteren niet altijd prioriteit • Conversies en CPA belangrijker • QS verbetert door andere metrics aan te pakken

48. Vragen?

49. Contact Timo Landman Onetomarket t.landman@onetomarket.nl Laat je visitekaartje achter en maak kans op een gratis QS analyse!!

Effectieve Quality Score analyse

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